They will make money on it sure, but it will cost them Helix sales. I for one have never had my Helix out of my house. I'm a studio guy, I don't play out. If this had existed when the Helix was released, I would have saved myself $1100 and just gone with the software. The only reason I'm not selling my Helix now is that I would have to buy another interface since I sold mine.
Hell, the software a $300-$400 pc, a cheap io and midi pedal and you could build you own Helix for less money than the real thing.
I don't see how they are bleeding people, no one is being forced to buy it and it doesn't add any must have tech.